His solution to mobilize the masses to do get fit? Launching a fitness festival evocative of Coachella!

PSFK caught up with Sir Richard Branson and Virgin Sport CEO Mary Wittenberg at the world’s first press conference on the move to get the exclusive scoop on why they decided to combine the sweat of sport with the swagger of Virgin.

Listen to it the episode now by subscribing to our podcast on iTunes!

PSFK caught up with Sir Richard Branson and Virgin Sport CEO Mary Wittenberg at the world’s first press conference on the move to get the exclusive scoop on why they decided to combine the sweat of sport with the swagger of Virgin.

Listen to it the episode now by subscribing to our podcast on iTunes!